Lead: Buffalo Bills general manager Brandon Beane told reporters at the scouting combine that the team needs wide receiver Keon Coleman to replicate the disciplined, workmanlike offseason and training-camp approach he showed a year earlier in order to earn trust and opportunities in Year 3. The comment came after owner Terry Pegula had publicly highlighted Coleman during the coaching change and as new head coach Joe Brady and QB Josh Allen have publicly supported the young receiver. Beane praised Coleman’s prior offseason participation and pointed to off-field maturity as a limiting factor that must not derail on-field progress. If Coleman repeats the prior offseason routine and avoids distractions, Beane said, he will have every chance to win a larger role under the new staff.
Key Takeaways
- Brandon Beane said at the scouting combine that Buffalo needs Keon Coleman to duplicate “the offseason he had a year ago,” calling that period “excellent” and noting full participation in Phase I and Phase II preparations.
- Owner Terry Pegula previously singled out Coleman as a coaching-staff draft selection shortly after the team fired head coach Sean McDermott, prompting media attention and internal responses.
- Coleman’s statistical line: as the No. 33 overall pick in the 2024 draft, he recorded 38 receptions for 404 yards and four touchdowns in 13 games with six starts in 2025.
- In his rookie campaign, Coleman had 29 catches for 556 yards and four touchdowns across 13 games; the GM emphasized continuity between the two seasons as a development baseline.
- Beane identified off-field maturity as a recurring obstacle in player development, urging Coleman to avoid issues that could limit playing opportunities or earnings.
- New head coach Joe Brady and quarterback Josh Allen have publicly defended Coleman during the offseason, signaling the coaching staff’s interest in integrating him into the offense.
Background
The Bills drafted Keon Coleman at No. 33 overall in the 2024 draft, selecting a receiver with contested-catch size and deep-field potential. Expectations were tempered by the typical learning curve for transition from college to NFL route concepts, physicality, and playbook complexity. Owner Terry Pegula’s public comment naming Coleman as a coaching-staff selection came in the immediate aftermath of the club’s decision to part ways with head coach Sean McDermott, which elevated attention on personnel choices tied to the franchise’s next era.
Brandon Beane has now completed multiple offseasons and nearly three decades in the NFL as an executive, and he frames player development in both football and business terms, emphasizing on-field consistency and off-field conduct. Joe Brady was hired as the new head coach and the organization has communicated that several staff members were invested in Coleman during the draft process. That alignment explains why the team’s top decision-makers have publicly discussed Coleman’s trajectory as training camp approaches.
Main Event
At the scouting combine press conference, Beane was explicit about what he wants to see from Coleman. He praised Coleman’s previous offseason — participation in Phase I and Phase II, visible conditioning, and a strong showing at training camp — and said the team should see the same commitment again. Beane linked that preparation directly to Coleman’s on-field production, pointing to a strong opening game against Baltimore as evidence of what he can deliver when focused.
Beane also raised concerns about “maturity” and off-field issues in general terms, saying such factors can impede opportunities and financial growth for players. He framed the message as a challenge rather than a judgment: repeat the disciplined offseason, avoid distractions, and the player will get chances under the new coaching regime. The GM stressed that new coaches are eager to work with Coleman and to shape his role within the offense according to their vision.
Internally, Buffalo appears to be balancing patience with accountability. Coleman started six games in 2025 and played in 13, compiling four touchdowns, which demonstrates both utility and room for increased consistency. The coaching staff’s defensive posture in public—calling for the same approach that produced his best performances—signals an opportunity that hinges on Coleman’s choices in the coming months.
Analysis & Implications
Beane’s comments have three immediate implications: roster evaluation, coaching development priorities, and the market value of young receivers. First, repeating a high-quality offseason signals to the staff that a player is ready for an expanded role; failure to do so can push a receiver further down the depth chart or toward special-teams work. For Coleman, consistency in offseason work and camp could mean the difference between rotational snaps and becoming a primary intermediate target.
Second, the messaging underscores the coaching staff’s intent to mold player behavior as part of on-field role building. New coaches often prioritize players who align with their preparation standards, and explicit praise for a prior offseason is a playbook for desired behavior. If Coleman meets those expectations, the staff’s familiarity with him from the draft process could accelerate route-tree refinement and schematic integration.
Third, Beane’s linkage of on-field opportunity with off-field maturity touches on a broader economic point: a player who stays available and productive increases his short- and long-term earning potential. Beane referenced both opportunity and “net worth” as outcomes tied to professional conduct, signaling that the team views player development holistically, not just by box-score metrics.
Finally, the public defense from Brady and Allen reduces immediate internal pressure but raises external scrutiny; opponents and media will watch Coleman’s offseason habits closely. If he delivers, Buffalo gains a larger receiving corps; if not, the team may explore alternatives in free agency or future drafts to reduce risk.
Comparison & Data
| Season | Games | Starts | Receptions | Receiving Yards | TDs |
|---|---|---|---|---|---|
| Rookie (2024) | 13 | — | 29 | 556 | 4 |
| 2025 | 13 | 6 | 38 | 404 | 4 |
This simple comparison shows Coleman increased targets and starts in 2025 but saw a drop in yards per catch and total yardage versus his rookie year. The numbers indicate a role shift toward possibly shorter targets or situational usage rather than steady downfield work; staff emphasis on offseason training suggests they want to restore or expand his vertical impact.
Reactions & Quotes
Beane’s remark was the clearest public guidance to Coleman ahead of training camp.
“We need to see Keon have the offseason he had a year ago, which was excellent.”
Brandon Beane, GM
Owner Terry Pegula’s earlier public mention heightened attention and sparked internal clarifications by staff and players.
“We selected him with coaching-staff input,”
Terry Pegula, Owner
Coaching staff and players, including Joe Brady and Josh Allen, have publicly defended Coleman’s place on the roster and expressed interest in working with him; that support frames the GM’s challenge as constructive rather than punitive.
Unconfirmed
- The specific incidents or behaviors referred to as “maturity issues” were not detailed publicly and remain unspecified.
- The precise role the new coaching staff plans for Coleman in the 2026 regular-season game plan has not been released.
- Any internal disciplinary measures or formal evaluations tied to Coleman’s offseason conduct were not disclosed by the team at the combine.
Bottom Line
Brandon Beane’s message to Keon Coleman is straightforward: repeat the focused offseason and training-camp habits that led to his best form and avoid off-field distractions that could limit chances. The organization publicly supports Coleman—owner attention, coaching interest, and QB backing amount to a window of opportunity that must be matched by professional behavior.
For the Bills, the payoff is clear: if Coleman returns to the level Beane praised, Buffalo retains a young receiver with touchdown production and the potential for more consistent snaps. If not, the team has signaled it will expect more from the player or consider alternative paths to bolster the receiving corps.